When people spend their money, whether they’re buying a new pair of shoes, a purse or ordering a cup of coffee or booking an air ticket, they always have a favourite brand in mind. And if there’s only one name that resonates most strongly with expatriates and locals in the country, it’s the one that has its roots in the UAE.
The latest rankings released on Wednesday by market research firm YouGov named Emirates as the “healthiest brand” in the UAE, beating global tech powerhouses like Samsung and Apple.
According to YouGov, the home-grown airline and lifestyle favourite earned the highest BrandIndex scores in the UAE, ahead of WhatsApp, which came second and Google, which came third.
French retail brand Carrefour, the ubiquitous hypermarket chain, emerged fourth on the list, followed by Facebook, YouTube, Apple, Apple iPhone, Samsung and Almarai.
It’s not surprising to see that global brands in the tech industry also resonate with consumers in the UAE, but certain businesses, especially home-grown ones that have long established their names in their respective sectors, have clearly made a strong following.
“The UAE is among the savviest markets in the world when it comes to mobile and online technology, so it is no surprise to see Google, Facebook, Apple, Samsung and related brands reach the top 10 list for Brand Health,” said Scott Booth, YouGov’s head of data products in Middle East and North Africa.
“On the other hand, we can see that Emirates, Carrefour and Almarai, long dominant in their respective sectors, have achieved levels of differentiation, ubiquity and consumer perception that set them apart from their direct competition.”
Among consumers worldwide, however, Google topped the list, followed by YouTube, Facebook, Samsung and WhatsApp in the top five.
YouGov has also named the companies with the “most improved brand health” in the UAE over the past year. Apple iPhone witnessed the biggest improvement among consumers, followed by the region's first cultural, entertainment, family and shopping destination Global Village.
A real mix of brands make up the rest of the top ten, including noted progress for photo-sharing site Instagram. Food and beverage favourites Schweppes, Barbican and Pizza Hut continue to strengthen in the region, while urban living developments shows their brand resonance with entries for City Walk and its developer Meraas Holdings.
Top 10 UAE Brand Health Rankings
1. Emirates
2. WhatsApp
3. Google
4. Carrefour
5. Facebook
6. YouTube
7. Apple
8. Apple iPhone
9. Samsung
10. Almarai
Top 10 Global Brand Health Rankings
1. Google
2. YouTube
3. Facebook
4. Samsung
5. WhatsApp
6. Apple iPhone
7. Amazon
8. Toyota
9. Adidas
10. Colgate
Top 10 Most Improved UAE Brand Health Rankings
1. Apple iPhone
2. Global Village
3. Huawei
4. City Walk
5. Instagram
6. Schweppes
7. Barbican
8. Visa
9. Pizza Hut
10. Meraas Holdings
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